The Hoxton is turning room service into a retail channel with a limited Lacoste fashion collection that guests can only buy after checking into one of its 19 hotels.

The Hoxton and Lacoste have teamed up with Los Angeles-based artist Michael McGregor for a limited fashion collection that will only be sold through hotel room service.

Launched globally on September 8, 2026, the seven-piece Room Service collection is available exclusively to guests staying at The Hoxton's 19 hotels. Instead of visiting a shop or ordering online, guests will choose pieces from a specially designed room service menu and have them delivered to their hotel room.

The collaboration turns room service into an unusual retail channel and reflects the growing crossover between hospitality, fashion and culture. It also gives The Hoxton a way to make shopping part of the hotel stay rather than a separate experience.

The Room Service collection includes a new version of Lacoste's polo shirt alongside graphic T-shirts, hoodies, men's and women's pyjamas and a bathrobe made specifically for the collaboration.

McGregor, an artist based in Los Angeles, is known for illustrations, paintings and prints with colourful graphics and humour. His work has also included drawings on hotel stationery and restaurant menus.

For the Lacoste collection, McGregor has focused on familiar parts of staying in a hotel, including checking in, ordering room service and spending time in a guest room. His illustrations are combined with Lacoste's green-and-white colour palette and clothing designs.

The fashion collaboration also extends to food and drink. The Hoxton will offer an in-room dining menu curated by McGregor and based on dishes he regularly orders when staying in hotels.

Guests can choose from a cheeseburger and fries, French omelette and club sandwich. Drinks include classic and mezcal Negronis, while Champagne can be ordered instead of dessert.

The approach connects the physical products with the experience of staying at the hotel. Importantly, The Hoxton and Lacoste are deliberately restricting access to the Room Service collection. There will be no online shop or external stockists, meaning customers have to be hotel guests to buy it.

The strategy makes the hotel room itself part of the retail experience and uses exclusivity to encourage discovery. It also follows a wider shift in hospitality towards collaborations with fashion designers, artists and other creative figures as hotels look beyond accommodation to engage guests through culture and retail.

The collection is available in unisex sizes XS to XL, with prices starting from £80, €95 and US$120. Although the clothes are designed to be worn outside the hotel, they can only be bought during a stay at The Hoxton.

The launch comes as The Hoxton approaches its 20th anniversary in 2026. The brand began with The Hoxton, Shoreditch in East London in 2006 before expanding across the UK, Europe and North America. Its portfolio now includes hotels in cities such as Amsterdam, Paris, Chicago, Los Angeles, Rome, Barcelona, Berlin, Brussels, Vienna, Florence, Edinburgh and Dublin.

The Hoxton is part of Ennismore, while Lacoste dates back to 1933, when tennis player René Lacoste introduced the brand's original polo shirt.

By putting the collaboration behind the doors of its hotels, the Room Service project combines fashion retail with the rituals of a hotel stay, while giving guests access to products that cannot be purchased elsewhere.